Pacesetter Sports & Wellbeing

What Pacesetter Sports & Wellbeing does

Pacesetter Sports & Wellbeing Limited is a UK private company founded in 2010 and headquartered in Northampton that delivers sports coaching and wellbeing programmes to children through schools. It operates across more than 50 primary schools and nurseries in Northamptonshire, Leicestershire, Bedfordshire and Buckinghamshire, running close to 400 sessions per week for over 7,000 children and 185 weekly breakfast-club places. Service lines span term-time and holiday multi-sports clubs, breakfast and after-school wraparound childcare, PE lessons and PPA cover, secondary-school wellbeing curricula (including RSE, Youth Mental Health First Aid, mentoring, and bespoke programmes such as 'The Girl I Want to Be'), and nursery/pre-school physical literacy sessions.

The business operates a hybrid B2B/B2C model. Schools contract for PE, PPA cover, breakfast clubs, and term-time sports clubs (a recurring, contract-based revenue stream), while parents book and pay directly through a bespoke online booking system built and managed by Amaven, with payments processed via WorldPay and Go Cardless. Pricing is unit-based at £3-£18.75 per session depending on venue and club type, £27.50 per full-day holiday club, and £5.75 per achievement award. The company also runs a small e-commerce shop for branded sportswear and a tiered awards scheme across multiple sports. Underlying IP includes the proprietary GREAT DREAM wellbeing framework (based on Action for Happiness principles) and a safeguarding-compliant coach management system with DBS tracking.

Revenue is driven by a salaried, full-time coaching workforce qualified in sports-specific Level 2/3 certifications, paediatric first aid, and safeguarding, supplemented by an apprenticeship pipeline. Notable partnerships include MHFA England (for Youth Mental Health First Aid delivery), Northamptonshire Community Foundation, and the England and Wales Cricket Board (for talent-pathway wellbeing workshops). A related entity, Pacesetter Training CIC, handles coach development. The company is privately held by its founding management team with no external institutional investors disclosed.

Name

Pacesetter Sports & Wellbeing

Legal name

Pacesetter Sports & Wellbeing Limited

Website

https://pacesetteronline.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Pacesetter Sports & Wellbeing is a Northampton-based UK sports coaching company delivering PE, PPA cover, breakfast, after-school and holiday clubs, and wellbeing programmes to over 50 primary schools, nurseries and secondary schools across four counties, reaching 7,000+ children weekly.

Ownership category

akta.pro rank

Product category

Children's Sports Coaching and Wellbeing Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)

akta.pro secondary industries

General Health Coaching (HSADAGAA), Health Coaching & Lifestyle Coaching Education (EDAAAHAG)

Keywords

• School sports coaching
• Children wellbeing programmes
• Wraparound childcare provision
• Physical education services
• Holiday activity clubs

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Term-Time Sports Clubs: Recurring revenue from before-school, lunchtime, and after-school sports clubs at primary schools. Parents pay per session or via monthly direct debit. Sports include gymnastics, football, dance, athletics, tennis, cricket, dodgeball, multi-skills, and spy clubs.
2. Holiday Clubs: Full-day and half-day holiday sports clubs during school breaks. Priced at £27.50 per full day with 10% discount for booking 5+ days. Includes activities like dance, gymnastics, dodgeball, football, basketball, and cricket.
3. Breakfast Clubs: Morning wraparound childcare provision with breakfast and sporting activities. Provides childcare solution for working parents before school hours.
4. PE and PPA Provision: Contracted services to schools for physical education lessons and PPA (Planning, Preparation and Assessment) cover, replacing teacher contact time with qualified sports coaches.
5. Wellbeing Programmes: Secondary school wellbeing workshops including RSE, life skills courses, mentoring, and Youth Mental Health First Aid training. Also includes programmes like 'I'm the Girl I Want to Be'.
6. Merchandise and Awards: Sale of branded sportswear and achievement awards/badges. Awards include Dance, Gymnastics, Multi-Sports, Football, Spy Club, and Gymnastics Leadership certificates priced at £5.75 each.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pacesetter Sports & Wellbeing is a Northampton-based sports coaching and wellbeing provider that delivers PE lessons, PPA cover, breakfast, term-time and after-school sports clubs, holiday clubs, and mental health/wellbeing programmes to primary schools, secondary schools, nurseries and parents across Northamptonshire, Leicestershire, Bedfordshire and Buckinghamshire. Services are contracted with schools (B2B) and booked directly by parents via an online platform (B2C), using fully qualified, DBS-checked coaches and proprietary programmes such as the GREAT DREAM wellbeing framework.

Product overview

Pacesetter Sports & Wellbeing operates as a sports and wellbeing services company rather than a software product. The company delivers physical education, sports coaching, and wellbeing programmes across schools in Northamptonshire, Leicestershire, Bedfordshire and Buckinghamshire. Its core service offerings include: (1) Term Time Clubs and Holiday Clubs delivering multi-sport activities at primary schools; (2) Breakfast Clubs providing wraparound childcare; (3) Primary School Services encompassing PE coaching, PSHE PPA cover, and wellbeing lessons; (4) Secondary School Wellbeing Programmes including RSE, mental health courses, and parent workshops; (5) Pre-School Sessions for nurseries; (6) Junior Coach Award and Pacesetter Games competitions; and (7) an online Sports Shop selling branded merchandise and achievement awards. The company operates from a proprietary booking system (developed by Amaven) with integrated payment processing (WorldPay/Cardsave) and CRM (HubSpot) capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Time Clubs After-school and before-school sports clubs delivered at primary schools during term time, offering activities including football, gymnastics, dance, tennis, athletics, dodgeball, cricket, multi-skills and spy clubs. Open to pupils whose parents book through the Pacesetter online system.
• Holiday Clubs Multi-sports holiday clubs for primary school children held during school holidays at venues across Northamptonshire (Abington PDC, Hall Meadow, Redwell, Spratton CE). Activities include dance, gymnastics, dodgeball, football, basketball and cricket. Priced at £27.50 per full day with a 10% discount when booking 5+ full days.
• Breakfast Clubs Morning wraparound childcare provision providing breakfast and sporting activities for children before school starts. Currently operating 185 places per week across the company's school partnerships, with venue-specific session pricing ranging from £3.00 to £18.00.
• PE and School Sports Coaching Physical education lessons and sports coaching sessions delivered as PPA cover or standalone sessions in primary schools across the East Midlands. Provided by qualified, DBS-checked and first-aid-trained Pacesetter coaches, contracted with school leadership teams.
• Secondary School Wellbeing Programmes Comprehensive wellbeing and mental health programmes for secondary schools including life skills courses, RSE, one-off workshops, mentoring, mindfulness courses, and Youth Mental Health First Aid training. Structured around the proprietary GREAT DREAM framework.
• Mini Pacesetters - Pre-School Sessions Physical literacy sessions for nurseries and pre-schools covering football, dance and movement, and multi-skills for tots (ages 3–4) and tiny tots (ages 2–3). Delivered by qualified, DBS-checked and paediatric-first-aid-trained coaches.
• Junior Coach Award Leadership training programme for primary school children designed to develop coaching skills, delivered as part of the primary schools training offering.
• Pacesetter Games Competitions Inter-school sports competitions and events organised by Pacesetter where schools can compete in a variety of sports, including Sports Days for multi-academy trusts such as PDET.
• Wellbeing Workshops for Young Athletes Workshops for young athletes on talent pathways covering mindset, mental health, resilience, the adolescent brain, self-compassion and accessing support. Previously delivered for the England and Wales Cricket Board (ECB) for young female cricketers and their parents at Regional Development Centres.
• I'm The Girl I Want To Be Course 8-session course for up to 12 girls covering self-esteem, body image, fashion, media, sex and relationships, friendships, dreams and aspirations. Delivered in secondary schools.
• The Boy's Project 6-week course equipping boys with skills to navigate manhood, covering respect, girls, media, consent, relationships and sexual health. Delivered in secondary schools.
• Relationships & Sex Education (RSE) Comprehensive RSE lessons covering healthy relationships, consent, puberty, STIs, conception, becoming a parent, HIV/AIDS, online behaviour and sexting. Delivered by ACET UK licensed instructors in secondary schools.
• 6-Week Pick & Mix Wellbeing Courses Customisable wellbeing courses where schools choose 5 topics from options including mindset, body image, stress and mental health topics. Delivered over six weeks in secondary schools.
• Youth Mental Health First Aid Training Training programme for adults in schools to recognise and respond to youth mental health issues, delivered in partnership with MHFA England.
• One-to-One Mentoring Individual mentoring sessions using guided self-help techniques, focusing on areas such as motivation and goal-setting, tailored to student needs. Available to primary and secondary school students.
• Dance Leadership Training Leadership training in dance for secondary school students aged 13+, delivered as part of Pacesetter's secondary training portfolio.
• Parent Workshops Workshops helping parents understand children's mental health and supporting their children, including topics on the adolescent brain.
• Spy Club After-school club featuring missions including teamwork, sports-based, problem solving and codebreaking activities. Children work towards badges in Fitness, Instinct, Intelligence, Stealth and Teamwork.
• PSHE PPA Cover Cover for Planning, Preparation and Assessment time in personal, social, health and economic education, delivered in primary schools.
• Primary School Wellbeing Services Wellbeing lessons covering life skills, mindfulness and awareness, PSHE lessons, and RSE for primary school students, structured around the GREAT DREAM framework.
• Sports Shop Online store selling branded Pacesetter sportswear, gymnastics equipment and multi-sports equipment delivered to schools or posted to parents.
• Achievement Awards Award certificates and badges for various activities including Football Awards, Gymnastics Awards, Gymnastics Leadership Awards, Multi-Sports Awards, Dance Awards and Spy Club badges, available for purchase when children complete levels, priced at £5.75 each.

Quantifiable outcome

• Delivered to over 7000 children per week across 50+ schools
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• England and Wales Cricket Board (ECB)coreStrategic or Co-development PartnerPacesetter delivered mental health and wellbeing workshops to young female cricketers on the ECB talent pathway and their parents at Regional Development Centres. The programme covered mindset, mental health, resilience, the adolescent brain, self-compassion and accessing support. The collaboration was described as 'hugely successful' with 'impactful and valuable' outcomes.
• Northamptonshire Community Foundation (NCF)minorStrategic or Co-development PartnerPacesetter works with Northamptonshire Community Foundation in delivering Wellbeing programmes to schools. NCF is a local charity supporting community causes in the region.
• Schools (50+ Primary Schools and Nurseries)coreChannel Partner/ Reseller/ DistributorPacesetter operates in over 50 primary schools and nurseries across Northamptonshire, Leicestershire, Bedfordshire and Buckinghamshire, delivering sports coaching, wellbeing programmes, and wraparound childcare services on school premises.
• AmavencoreTechnology or IntegrationAmaven designed and manages Pacesetter's website and booking system. They have secure login details and comply with GDPR requirements for data management.
• MHFA EnglandminorStrategic or Co-development PartnerPacesetter delivers Youth Mental Health First Aid programmes for adults in schools. Candidates sign forms confirming details will be shared between Pacesetter and MHFA England, who have signed GDPR compliance agreements.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Premier Education Group: UK's largest specialist provider of primary school sports coaching, PE lessons, PPA cover, and wraparound childcare. Directly comparable model delivering contracted sports coaching services into state primary schools.
• Fit For Sport: UK provider of school sports coaching, active holidays, and wraparound childcare. Comparable in both in-school delivery and holiday-club operations.
• Kings Camps: UK operator of multi-activity and sports holiday camps for primary-aged children. Highly comparable on the holiday-club and multi-sport activity side of Pacesetter's business.
• Sport4Kids: UK provider of primary school sports coaching, breakfast, after-school, and holiday clubs. Closely comparable operating model with multi-sport curriculum delivered at school sites.
• Premier Sport: UK school sport coaching provider working with primary schools on PE delivery, PPA cover, and extra-curricular clubs. Closely aligned service mix to Pacesetter.
• Pro-Coaching: UK school sports coaching provider offering PE lessons, PPA cover, and after-school clubs to primary schools. Direct competitor in the same contracted-school coaching category.

Emerging players

• Little Kickers: UK pre-school football coaching franchise running sessions for nurseries and pre-schools. Comparable niche overlap with Pacesetter's Mini Pacesetters pre-school programme.

Broad incumbents

• Junior Adventures Group UK: Major UK operator of holiday clubs and wraparound childcare for primary-aged children, including brands such as Fit For Sport. Larger, broader portfolio player with overlapping holiday and wraparound services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PacesetterSport
• Facebookfacebook.com/PacesetterSportsWellbeing
• Instagraminstagram.com/pacesettersportswellbeing

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pacesetter Sports & Wellbeing